Heineken and TfL turn the Bakerloo line alcohol-free
By Staff on Friday, January 9, 2026
TfL has temporarily rebranded the Bakerloo line as the “Bakerl0.0” to mark a new campaign with Heineken 0.0 – complete with free alcohol-free beers and signage changes across the network.
Running for two weeks this January, the activation turns traditional no-booze rules on their head, allowing passengers to crack open a can of Heineken 0.0 while riding the newly christened line.
It’s the first time TfL has permitted branded roundels on the Underground, with witty updates such as “Oxf0.0rd Circus” and “Waterl0.0” appearing across select stations.
Beyond brand awareness, the campaign has a social aim too.
Armed with free beers and branded Oyster card holders, Heineken and TfL are nudging Londoners to strike up a conversation during their commute. The move follows research revealing that while 63% of passengers avoid talking on the Tube, nearly half say chatting to a stranger lifts their mood.
Free drinks will be available from a custom Heineken 0.0 fridge at Waterloo Station on 15 and 16 January.
Previous brand activations on the tube have been criticised for confusing passengers.
TfL said it had carried out an “equality impact assessment” prior to the launch.
So yes this January, you can legally drink on the Tube, as long as it’s 0.0%.
